Formula 1 launches Five Lights campaign with WING
Formula 1 has launched Five Lights, a global campaign ahead of the return to racing at the Dutch Grand Prix on 21 August. The campaign features all 22 drivers and is voiced by actor and F1 fan Colin Farrell.
The centrepiece is a 90-second film built around the pre-race countdown, with supporting creative running across social and digital channels. The campaign will also appear across six advertising locations in the UK and US, including Piccadilly Circus and Outernet in London, Times Square in New York and locations in Los Angeles and Las Vegas.
The campaign was developed and produced by creative branded content agency WING in collaboration with Formula 1. It runs until 13 September.
Wolfenden wins MandM organic search brief
MandM has appointed performance marketing agency Wolfenden to work on its organic search and Digital PR strategy in the UK, alongside supporting a website migration across key European markets.
Wolfenden’s remit covers technical SEO, content strategy, Digital PR and authority development, with the work focused on improving visibility across MandM’s core fashion, sportswear and footwear categories.
The appointment follows a competitive pitch process.
Reuben’s Retreat campaign gets donated Ocean and McCann support
Glossop-based charity Reuben’s Retreat has launched its first outdoor advertising campaign in Manchester, with media space donated by Ocean Outdoor and creative support from McCann Manchester.
The Complete the Retreat campaign is running across Ocean’s digital outdoor sites at Piccadilly Gardens and Spinningfields, using a mix of 48- and 6-sheet formats. The creative features drawings by children and explores the different meaning an all-inclusive holiday can have for families caring for children with life-limiting or complex medical conditions.
The campaign runs until 31 August and supports Reuben’s Retreat’s plans to complete its retreat facilities, including accessible holiday accommodation for families.
Pixel Artworks brings Butterfly Trail to Bangkok
Pixel Artworks has launched The Butterfly Trail at Happitat Bangkok, marking the interactive mixed-reality experience’s first appearance in Asia.
The experience is presented on Happitat’s Grand Stairs and allows visitors to interact with digital butterflies using their smartphones, without requiring an app or specialist equipment. For the Bangkok installation, the butterflies have been redesigned to represent species found in Happitat’s butterfly garden.
The updated augmented reality experience was developed with specialist studio Vamplify using Snap’s Camera Kit platform. The Butterfly Trail first launched at Outernet London in 2023 and has subsequently appeared at venues in the UK and Greece.
Baby Teeth creates Life360 microdrama with Jamie Oliver
Life360 has launched a year-long partnership with Jamie Oliver featuring a short-form comedy series created and produced by creative company Baby Teeth.
Finding Jamie While He’s Finding Himself follows a fictional Jamie Oliver as he abandons the kitchen during an existential crisis and experiments with a series of wellness and spiritual trends. The episodes will run across social media and are directed by Tom Kingsley.
The series places Life360’s real-time location-sharing functionality within the storyline, with Jamie’s fictional family following his movements through the app. Baby Teeth was appointed earlier this year as Creative and Strategic Partner to the Jamie Oliver Group, with the series the first work to emerge from the relationship.
Wonderhood Studios launches RAF Regiment recruitment campaign
Wonderhood Studios has launched a recruitment campaign for RAF Regiment Gunners, targeting 16-24-year-olds with a series of films built around the question What Does Your Monday Look Like?
The campaign uses first-person footage captured by serving RAF Regiment Gunners wearing body-mounted GoPro cameras. Rather than using a conventional directed production, the films were assembled from footage gathered over several months, showing different operational environments and responsibilities.
The work is part of the wider Royal Air Force recruitment activity and runs across YouTube, Meta, Snapchat and Reddit. Paid social activity is scheduled for Sunday evenings, Mondays and Tuesdays, while OOH activity runs on Mondays and Tuesdays during evening commuter periods.
Charlie Oscar research finds higher incremental impact from Meta Partnership Ads
Research from influencer marketing agency Charlie Oscar has found that Meta Partnership Ads generated 30% more incremental conversions than business-as-usual paid social activity in its analysis.
The research, presented alongside Meta’s Pete Buckley at the Meta Marketing Summit, compared Partnership Ads with standard campaigns run by the same brands over the same periods, measuring incremental impact rather than relying solely on platform-reported performance.
The study also found higher new customer acquisition and incremental search demand, while Partnership Ads doubled the incremental brand-search impact of standard activity. Charlie Oscar said the campaigns often reported similar CPAs within Meta’s Ads Manager, highlighting the difference between platform-reported performance and incremental impact.
The agency’s measurement approach uses its COmpass marketing mix modelling framework to assess paid, organic and creator-led activity across the wider marketing ecosystem, including effects on brand search and other channels.
